Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Konsumen pada Toko Daring (Online)

The purpose of this study is to measure the influence of product quality, service quality, and price on purchasing decisions at the tiktok shop online store. This study employs a descriptive method with a quantitative approach. It uses primary data obtained through a questionnaire containing a list of structured questions to evaluate the variables under study. Sampling in this study used a non-probability sampling technique, with a sample size of 171 people out of a population of 300, with a tolerated margin of error of approximately 5%. The results of the study found that the product quality variable had a positive but insignificant effect on purchasing decisions. The service quality variable had a positive but insignificant effect on purchasing decisions. The service quality variable has a positive but insignificant effect on purchasing decisions. The price variable has a positive and significant effect on purchasing decisions. Furthermore, the results of the coefficient of determination test indicate that purchasing decisions are influenced by 54% by product quality, service quality, and price. Meanwhile, the remaining 46% is influenced by other factors not examined in this study.